CK: The outsole has a really articulated layout. How does that tie in with the foot strike?

O’Malley: What we’re trying to do is let the foot down more gently. And by making the outsole really flexible and articulated, that allows it to conform more with the foot strike. Not slapping in as much as rolling in. So it should be smoother because of that articulation.

CK: What’s your take on the state of the running industry as it stands right now?

O’Malley: This is such an exciting time for the footwear industry because for years there were certain kinds of traditional rules that every company had to follow. Now the running consumer is kind of demanding a different mouse trap. They’re willing to try shoes differently than they were in the past. A big story for us is this heel-to-forefoot offset. The Achilles is the part that stores so much energy for the runner. So with every toe-off we’re allowing the runner to store a little bit more energy with every stride. So it really is building a stronger runner and utilizing the body more than some of the older running shoes of the past. We truly believe in this concept. So runners are open to trying different things that aren’t done in the traditional way, which is white and navy with a grey medial post. People are open to stability being done differently. Analyzing gait and stride.